Objective 1
Assess SME Demand for End-Point Security
Conduct a comprehensive SME-focused assessment to understand adoption levels, awareness, unmet needs, and decision-making drivers for endpoint protection solutions in the UAE.
CASE STUDY
Market Entry Strategy for Etisalat in the UAE End-Point Security Market
Client
Etisalat (e&)
Engagement Owner
Strategy Head
Geography
UAE
Client Context
Etisalat (e&)
Etisalat (e&) is a leading digital telecommunications and technology provider in the UAE, serving individuals, SMEs, and enterprises through a diversified portfolio of digital services, fixed-line connectivity, and integrated solutions. With increasing cybersecurity risks and rising digital adoption among SMEs, Etisalat sought to expand its presence in the end-point security space.
To successfully enter and scale within this segment, the company partnered with Ken Research to assess SME demand patterns, evaluate competitive positioning, and design a differentiated market penetration strategy aligned with evolving cybersecurity needs.
Engagement Value Pillars
Engagement Objectives
Strategic consulting objectives designed to provide actionable insights and sustainable competitive advantages
Objective 2
Benchmark Competitive Offerings
Map existing endpoint security providers, evaluate service portfolios, pricing models, and positioning strategies to identify whitespace opportunities.
Objective 3
Develop a Tailored Market Entry Roadmap
Design a differentiated product portfolio and go-to-market strategy aligned with SME pain points, preferred service bundles, and pricing sensitivities.
Our Methodology
Consulting Approach & Initiatives
A systematic, research-driven approach designed to deliver actionable insights and sustainable outcomes
Step 1
A. Large-Scale SME Survey Execution
Conducted a structured survey among ~500 small and medium-sized businesses across the UAE to evaluate brand awareness, current vendor relationships, adoption barriers, and evolving cybersecurity needs.
Step 2
B. Service Preference & Gap Analysis
Analyzed preferred endpoint security features including 360-degree online protection, zero-day threat detection, device monitoring, and automated patch management to identify solution gaps.
Step 3
C. Competitive Benchmarking & Positioning
Performed detailed benchmarking of leading endpoint security providers in the UAE, assessing pricing tiers, bundling strategies, channel partnerships, and value propositions to define Etisalat’s optimal positioning.
Measurable Business Outcomes
Impact Delivered
01
1. Expansion of SME Client Base (~8%)
Insights-driven repositioning and tailored offerings led to an ~8% increase in the SME clientele base within the endpoint security category.
02
2. Revenue Growth Acceleration (10%)
Implementation of the recommended product portfolio and pricing strategy resulted in a 10% increase in topline performance within 12 months of engagement.
03
3. Strategic Market Positioning Framework (5 Core Strategies)
Outlined five actionable strategies focused on product bundling, channel partnerships, awareness campaigns, pricing differentiation, and service integration — enabling Etisalat to strengthen its foothold in the SME cybersecurity ecosystem.
Client Endorsement
Strategy Head, e& (Etisalat)
4.6/5
4.6/5
— Director, Yash Highvoltage Insulators
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